Pinder Soaks the Pressure for Lynx

We all remember playing athletics games on the old 80s consoles which required much finger-blistering dedication, and if you don’t, then creative communications agency TMW will ring your bells with its interactive push for Lynx Dry.

The London-based firm has created two online digital games for Lynx, Pindering and CTRL-X, featuring the acting (and looking attractive) talents of UK glamour model Lucy Pinder to engage millions of males in a follow up to the Premature Perspiration Axe TV campaign.

Pindering allows users to command the model to act out a situation of their choice, similar to the Tipp-EX A Hunter Shoots Bear idea. The second game, CTRL-X, instead puts the situation in front of the user and challenges them to master a keyboard sequence of hitting the two buttons whilst the action plays out on screen to see how far they can go.

“The games bring to life the need to stay in control when confronted with a gorgeous girl, avoiding a potentially embarrassing situation, says Gareth James, executive creative director at TMW. “The campaign is based around the concept of premature perspiration and that Lynx Extra Dry: Full Control is the perfect way to help you stay cool.”

The digital campaign took around three months from briefing, and filming all the content took a week according to TMW. The two games have so far clocked up over 350,000 likes on Facebook.

“Pindering sets up over 50 scenarios that are guaranteed to cause premature perspiration because it’s Lucy Pinder acting them out,” considers James. “CTRL–X is all about seeing how long you can stay in control even when Lucy Pinder appears before you in a number of 'dream like' sequences. The only answer is to use Lynx Dry to avoid losing control.”

And even if your suggestions aren’t available you’ll be taken to a bedroom where Pinder is casually hanging out waiting for your next command – we can think of worse ways of delivering bad news!